Halo Effect on the Adoption of Mobile Payment: A Schema Theory Perspective

摘要

Whether or how firms can employ the halo effect to facilitate their mobile payment service adoption remains a critical and puzzling issue in e-commerce research. Using the schema theory and the value literature as theoretical lenses, this study investigates the role of halo effect on mobile payment value perceptions and usage intentions. More specifically, we identify two types of mobile payment value: utilitarian and hedonic value. A field survey with 273 responses is conducted to test the research model and hypotheses. Our findings show that the two factors of the web-mobile payment relationship, namely perceived similarity and perceived business tie, can lead to increased value perceptions of mobile payment. Moreover, both utilitarian value and hedonic value are positively associated with mobile payment usage intention. We expect this study can provide valuable insights regarding the significant role of halo effect when consumers make the decision to use mobile payment services. Limitations, theoretical and practical implications are also discussed.